BRANDE : Non-profit

Many organizations have believed in Brandemix to assist with their branding, marketing, and recruiting needs.

During this time of year, we feel it’s important to give thanks for that trust and to give back as well.

That’s why, every year for Thanksgiving, we make a contribution to Kiva, a nonprofit organization that enables anyone to extend microloans — as little as $25 — to low-income entrepreneurs in struggling communities across the globe.

We chose Kiva out of many other microlending sites because 80% of its recipients are women, who are sometimes single-handedly supporting large families. As a certified woman-owned business enterprise, Brandemix believes in strengthening women around the world.

No matter how difficult our lives at the moment, people are suffering far more in many places – too many – across the world. Please take the time to visit www.kiva.org and give to the worthy cause of your choice. It’s not charity; it’s a loan, and more than 98% of Kiva recipients repay the loan with interest.

Lending through Kiva creates desperately needed capital in some of the poorest parts of the globe. It bypasses corrupt governments and predatory banks and ensures that the money goes directly to those who will use it. When the loan is repaid, you can give the money to another entrepreneur, donate it to Kiva’s general fund, or simply withdraw it. It’s a great way to give. And while you’re there, join the Brandemix lending team.

We hope you’ll join our efforts to fight poverty around the world and here in the US. From all of us here at Brandemix, happy Thanksgiving and always be giving.

Organizations across America have believed in Brandemix to develop branded communications that attract, educate, and engage their target audiences.

During this time of year, we feel it’s important to give thanks for that trust and to give back as well. That’s why every year for Thanksgiving we make contributions to Kiva, a nonprofit organization that enables people like you and me to extend microloans over the web to low-income entrepreneurs in struggling communities.

We chose Kiva out of many other microlending sites because eighty percent of its recipients are women, who are sometimes single-handedly supporting large families. As a certified woman-owned business enterprise, we believe in strengthening women around the world.

No matter how difficult our lives at the moment, people are suffering far more in many places – too many – across the world. Please take the time to visit www.kiva.org and give to the worthy cause of your choice. It’s not charity; it’s a loan, and more than 98% of Kiva recipients repay the loan with interest.

Lending through Kiva creates desperately needed capital in some of the poorest parts of the globe. It bypasses corrupt governments and predatory banks and ensures that the money goes directly to those who will use it. When the loan is repaid, you can give the money to another entrepreneur, donate it to Kiva’s general fund, or simply withdraw it. It’s a great way to give. And while you’re there, join the Brandemix lending team.

We hope you’ll join our efforts to fight poverty around the world and here in the US. From all of us here at Brandemix, happy Thanksgiving.

My company has been working with severalnon-profitslately, and I’m constantly asked how branding in that space is different from “regular” branding. There are similarities, but also some important differences. Here’s what non-profits need to know about branding, based on my experience and research.

We start with “free.”

I understand that non-profits don’t have the marketing budgets of corporations so we start by leveraging every existing asset. Rather than creating new social media channels, how can we enhance the channels you’re already on? How can we repurpose your photos and videos? What are some past concepts or campaigns that could be revived with a compelling new angle? My fantastic staff and I have a knack for finding creative ways around limited budgets. For example, we’ve taken a stack of photos and turned them into a beautiful, moving slide show.

Talk to both the head and the heart.

Unlike other brands, non-profits aren’t selling a product or service; you’re selling a cause or a belief or a goal, which can sometimes be hard to define or quantify. This requires creating an emotional bond to donors, employees, and the people (or animals!) you serve. It is important to research that bond, deconstruct it, and examine it from every angle – and articulate it as your brand. As an example, see the World Wildlife Fund, which pairs its logical mission, “To conserve nature and reduce the most pressing threats to the diversity of life on Earth” with an emotional image, the giant panda.

Stay true to yourself.

As Nathalie Kylander and Christopher Stone point out in their recent study, non-profits run the risk of violating their own ethics or identity when they brand to a wide audience. They give the example of Acumen, which presents photos of proud, dignified individuals instead of pitiful images of poverty which “dehumanize the very people Acumen is trying to help.” I discourage branding from vanity, or because you just want a new logo. Branding is about the heart and soul of your organization and can’t be taken on and off like a shirt.

Tell a story

Storytelling was the #1 topic at SXSW and it works for non-profits as well. A strong brand is supported by good stories which allow people to connect to your mission. Brandemix helps non-profits find those stories, whether they’re about important milestones in your history, the life and deeds of your founder, or the success stories of the people you’ve helped. For example, the Sierra Club offers a blog called Explore, which features “stories of personal encounters with the natural world.” This turns large, complex issues, like hydraulic natural gas fracturing, into personal stories of triumph, wonder, and survival.

Non-profit branding is different from other types and requires a specialist. Brandemix has a history of giving back to the community by partnering with organizations such as the Epilepsy Foundation of Long Island, the Legal Aid Society, and Cerebral Palsy Associations of New York State Metro Services.

Non-profit branding is a specialty. Call Brandemix if you’re looking for a specialist.

I work for a division of a large, national non-profit organization. Do I need my own Employer Branding materials for recruitment marketing purposes, or should I just use the same materials as our national organization?

ANSWER:

While there’s no one answer to your question, here are 4 considerations that can help you decide on your best course of action.

Organizational Alignment- How integrated is your chapter with the national organization and other member chapters from a talent management point-of-view? Are benefits, policies and services centralized? Do lateral opportunities and career mobility paths exist? Consider your answer and go to step 2.

Brand Reputation and Tools- Let’s take a tip from Occam and presume the simplest path is the best. Consider whether or not there is a downside to piggybacking on the national brand. If you answered “yes” to question 1, and your national parent already has strong, positive brand awareness and great recruitment marketing materials, then alignment is advised. If there no alignment and there are some skeletons hiding in the closet (a story of embezzlement, bamboozlement or other) then cut the cord and go semi-solo.

Unique Differentiators- Your answer may not be A or B, but rather A & B. In creating the employer brand architecture, you may find that there are some common elements to your culture and unique drivers as well. In that case, go for a brand-blend and highlight the positives of the co-brand and the unique benefits inherent only within your chapter.

Competition for Talent: Are you competing for talent with your parent organization? If so, suit up and separate. You’re already competing for talent with other companies and non-profits in your area code, and I presume that compensation will not be the tipping point in candidate’s favorable decision to join you. Now what? Go back to number 2 and build your brand on your unique differentiators. The word differentiator is key.

Consider this ad campaign created by BRANDEMiX for Legal Aid Society of New York. In it, the city, not the organization, is the star. Talented professionals will always have choices of where to devote their time and/or money, but there is only one New York City. And giving back to a city that gives so much, and has been through so much, is powerful and pleasure-ful incentive that no other chapter could duplicate.

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